กลยุทธ์การตลาดสำหรับบริการรับ-ส่งพัสดุภัณฑ์ของบริษัทชัยพัฒนาขนส่งเชียงใหม่ จำกัด

Abstract

Chaipattana Transportation Company Limited, known as Green Bus Thailand, is a shipping and transportation service provider that covers nationwide routes throughout Thailand. The company has been continuously developing its parcel delivery service and this study aims to examine its marketing strategies. The study uses the following methods: 1) Five Forces Model to analyze the competitive state of parcel delivery services with other public transportation businesses; 2) SWOT Analysis to analyze the strengths, weaknesses, opportunities, and threats of the delivery service offered by public transportation businesses; 3) Competitor Analysis of the parcel delivery service of Green Bus Thailand to analyze its competitors; 4) STP Marketing, the segmentation of parcel delivery services of the studied company. Additionally, a survey on customer behavior and marketing mix affecting the use of parcel delivery services was conducted. Samples were collected by convenient sampling method from 400 customers of Green Bus Thailand. The obtained findings lead the company to achieve strategic goals in becoming the leader of parcel delivery service providers in Chiang Mai and Chiang Rai within 3 years. The vision of Chaipattana Transportation Company Limited is to provide parcel delivery services and be the leader of parcel delivery services of Lanna. There are three missions: applying modern technologies to increase the effectiveness of parcel delivery services to be more accurate and faster; preparing internal organizational staff to be ready for serving customers and bringing the company to achieve the goal; and sorting outsources to be its alliance in parcel delivery services. The findings also suggest marketing strategies that should be implemented recently and within 3 years. These suggested strategies are the ones that will make a difference by using modern technology to improve service effectiveness to be more accurate and faster under the umbrella of the compliance of marketing mix: product, price, place promotion, people, process, and physical evidence.